Unethical marketing relies on deceptive advertising, where companies
use false or misleading claims to exaggerate product benefits. This
includes omitting crucial details, misrepresenting information sources,
and making exaggerated performance claims. Regulatory bodies such as
the Federal Trade Commission and EU authorities enforce penalties to
protect consumers from such practices. However, despite these
regulations, deceptive marketing persists, making it difficult for
consumers to differentiate between genuine and misleading claims,
ultimately leading to a loss of trust when brands fail to meet expectations.
Understanding the effects of unethical marketing is essential in
addressing misinformation. Traditional marketing approaches have
largely ignored this issue, but neuroscience offers valuable insights. By
studying human decision-making, neuroscience can predict behaviour at
both individual and group levels.
This research examines two critical areas: the emotional and
neurophysiological responses to deception in advertising and their
influence on consumer trust. By analysing these reactions, we aim to
uncover the psychological mechanisms shaping consumer perceptions of
deceptive marketing. Additionally, we utilize neuroscience tools to help
brands promote authenticity and transparent communication.
Understanding consumer responses at emotional and cognitive levels
provides valuable insights into building trust and enhancing brand
loyalty. Through neurophysiological methods, we can evaluate how
ethical messaging strengthens consumer confidence, encouraging
responsible marketing practices. Our objective is to bridge the gap
between marketing and neuroscience, offering a deeper understanding of
how deception in advertising influences trust and how brands can
establish authenticity to build stronger consumer relationships.